"Companies prioritize spaces that reduce stress and foster creativity"

The evolution of corporate events is redefining the role of venues, which are shifting from being mere containers to becoming key elements of the experience and brand communication. Carmen de la Maza, director of The 19th Hole Barcelona, analyzes the trends that are transforming the sector, from true sustainability to the need for more human, flexible, and participatory environments.

 

What criteria should companies prioritize today when selecting a venue for corporate events that combines functionality, attendee experience, and alignment with brand objectives?
The venue is no longer just a container for the event; it is increasingly becoming a key player that communicates the company?s values. Companies prioritize venues that reduce stress and foster creativity. They seek spaces with natural light?essential for maintaining attendee energy?indoor greenery, and high-quality materials such as wood and warm textiles. In addition, they value services that reflect the company?s commitment to environmental, social, and cultural sustainability: healthy, locally sourced catering, local suppliers, etc. It is no longer enough to simply eliminate plastics: the space must be an ally in the company?s ESG goals.

What trends are currently shaping the evolution of corporate event spaces in terms of technology, flexibility, and customization?
The trend is clear, and we experience it every day through the events we organize. Companies are looking for flexibility: modular spaces that allow for a seamless transition between different dynamics within a single day and different uses within the same environment. Customizable spaces, where every corner embodies the purpose and aesthetic of the event. Technologically speaking, the focus is increasingly on interaction and not just on content delivery.

Are corporate event venues responding to the growing demand for sustainability, accessibility, and inclusion from organizing companies?
Our three years of experience as a Biosphere-certified entity allow us to affirm that sustainability transcends the merely ecological. We have identified a critical lack of knowledge and awareness in the industry regarding social inclusion. Currently, the environmental focus predominates, but it often lacks depth, leading to practices of greenwashing. The market demands an evolution: moving from theoretical learning to responsible execution that integrates social awareness and authentic environmental commitment.

Are corporate event organizers prepared to design experiences aligned with the values, habits, and forms of participation of the new generations?
They are in the midst of a transition. Although new tools have been incorporated at the technological level, the new generations do not want to be spectators; rather, they want to participate and even take center stage. The shift in mindset is gaining momentum, but the changes in event execution are not yet clearly visible.

What mistakes do companies continue to make when choosing event venues, and how can they avoid decisions that compromise the experience or profitability of the event?
The most common mistake lies in the selection of the venue. Many decisions based on price end up reducing the event?s profitability, a factor that isn?t always considered. One example is hotel rooms located in basements, where there is a complete lack of natural light. It may seem like a minor detail, but it?s key to the experience and, consequently, to the event?s profitability.

How does the industry envision corporate event spaces of the future in light of organizers? new demands?
We see it every day: the space of the future will not be measured in square meters, but in its ability to foster human interaction. Places with soul, welcoming, with natural light and good acoustics, that facilitate spontaneous conversations and networking. Versatile spaces equipped with the technology to meet the demands of businesses.